BXP Academy - Marketing day 1
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Marketing
Day 1 - 3 credits
Class by : Karina Ananta
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What’s Inside
Check-In
LEAD Session
Swiming the marketing
Marketing in AIESEC
Market Research
You ask We answer!
Check- out
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Check-In What was the best
toy you ever
owned?
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Diagnose yourself.
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What is your WHY?
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How do you see you
now?
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How do you want to
see you after term?
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How you be that
you?
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Do i scare myself?
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It’s about The journey Not Destination
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Swimming The marketing
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What’s marketing
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What’s marketing
All the activities that contribute
to building ongoing profitable
relationships with customers in
order to grow business
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What’s marketing
All the activities that contribute
to building ongoing profitable
relationships with customers in
order to grow business
immediate
goal
long-term
goal
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What’s marketing
All the activities that contribute
to building ongoing profitable
relationships with customers in
order to grow business
immediate
goal
long-term
goal
make
sales
Valuable to grow
customers
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Connect Level
be a
CONNECTOR
Mobile Connect
Experiential Connect
Social Connect
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Mobile Connect
“Are you well
connected to your
costumer?”
Online : Excitement &
Engagement
Offline : intimacy & enthusiasm
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Experiential Connect
“How deep is your
connection?”
Multisensory
Emosional
Sharing
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Social Connect
“the ultimate goal
of your
connection”
Create conversation between
customer & non-customer.
Let them say good and bad
about the product
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“Coca Cola,
culture of
connection with
the costumer”
Connect Case
Coca Cola personalized reply
their follower mention. Even a
big brand like Coca Cola think
it’s important to connect with
customer”
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Marketing Shifts “The trend changes,
now, the change is
the big factor of
change itself”
From vertical to horizontal
From Exclusive to inclusive
From individual to social
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Marketing 3.0
“ Values
Driven
Marketing”
Customer doesn’t buy your
brand because of rational
intelligence, but also emotional
and spiritual intelligence”
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Make it WOW
“ Innovation is
the KEY “
Make your innovation
customized and personalized.
So they can SHARE their
experience.
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WOW case
Lookback” personalized video about
customer journey
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WOW case
“ Coca Cola
customized
packaging“
Coca Cola do survey in each
country and put the result in
their packaging
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S.T.U.P.I.D marketeer
“Never stop
learning’
Inclusive & Keep learning
Entrepreneurial
Explorative
Relational
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S.T.U.P.I.D marketing
“JUST DO IT”
Searching opportunity
Theorotical research
Utilize IDEA
Penetrate market
Incredible result
Do review
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Searching opportunity
“Be an ANTI-
MAINSTREAM”
Finding new opportunities! For
example, tapped another market or
community that you’ve never been
tapped. Keep searching and keep
your eyes WIDE OPEN!
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Theoretical research
“Your customer’s
feedback is a
precious things”
DO RESEARCH!!
1. Test the water (check your
consumer feedback about your
product)
2. Validate with people surround
us (validate your ideas)
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Utilize idea
Genius idea is an idea that has
been implemented well.
Don’t be afraid to fail.
Think Less, Do More
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An idea that GENIUS...
“Wow, it’s a genius idea” “Let’s do this idea” “Wow, it’s hard to do it, hope the result is
As genius as the idea
“this genius idea is not too genius” Regret the decision,
“If we had been careful
enough before do it”
“Who’s idea is this?
Blaming each other”
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An idea that STUPID...
Genius people : “this is
silly idea, only crazy people
do it
“There’s no silly idea
Let’s start with stupid
Marketing”
Searching
Opportunities
“Wow, we can develop
This idea”
Stupid idea 2
(improvement)
Final stupid idea
“Oke it’s not as silly
as we think, let’s DO IT!
Theoretical
Research
Stupid idea 3 (improvement
again)
Stupid idea 4 (improvement
More & more)
“who would think that
The result will be so
GENIUS”
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Penetrate The market
Product price must be deliver with
RIGHT AWARENESS STRATEGY
to RIGHT MARKET =
LOW BUDGET, HIGH IMPACT
create creative marketing
Communication to make
memorable impact
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Incredible Result
Win customer’s heart.. Not only their
wallet.
Your process is important, the result
will speak for you.
“Believe in
YOURSELF”
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Do review
We need to do MORE, so we MUST
DO REVIEW.
Create something EVEN MORE
INCREDIBLE with Do Review!
“Never, ever
Stop learning”
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Push & Pull Marketing
Push marketing : Push it’s product
to customer
Pull marketing : Get the customer
comes to you
“How the
customers are
approached”
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Push Marketing
Push marketing strategy example in
AIESEC :
- Class Presentation
- Info Booth
- Exchange Fair
“Direct selling the
product to
customer”
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Pull Marketing
Pull marketing strategy example in
AIESEC :
- Content marketing
- Promotional tools/advertising
“Make them want
YOU”
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Marketing in AIESEC
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How AIESEC See US?
We are the main tools to get the exchange
target = MONEY
We are the AIESEC key to CREATE
MORE IMPACT
“We are the
FRONT LINER &
External
communicator”
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What is our Job Description
Doing marketing activities to market our
product especially OGX.
We are supporting functional, without us,
OGX can’t do anything.
“We are the main
key for AIESEC to
create more
IMPACT”
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How we do Synergy?
OGX : we help OGX by doing physical
and virtual marketing (until people going
on interview). We need OGX to give the
info that we need. (IR, process)
ICX : we help ICX by supporting them in
promotional tools and product packaging
“Communication
Is The KEY”
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How we do Synergy?
PR/IM : we need help PR/IM to create
attraction activities and develop brand
awareness so we can value it
ER/BD : we need ER/BD to help us to do
our project
“Communication
Is The KEY”
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How we do Synergy?
TM : We need TM to get our HR, TM
needs us to market TMP/TLP Product
F&G : We need finance to control our
financial activities and they need us to
support financial
“Communication
Is The KEY”
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How we do Synergy?
TM : We need TM to get our HR, TM
needs us to market TMP/TLP Product
F&G : We need finance to control our
financial activities and they need us to
support financial
“Communication
Is The KEY”
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Market Research
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How we will Do it?
“We need research
to do everything”
Qualitative research
Objective : to know behaviour and value of
our customer
The Method : In-Depth Interview – Forum
Group Discussion
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How we will Do it?
“We need research
to do everything”
Qualitative research
Target : Students in 1st – 2nd year with
different characteristic. (active and
passive character)
Timeline : 25 May – 10 June 2015
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How we will Do it?
“We need research
to do everything”
Quantitative Research
Objective : Target market
Method : Questionnaire
Timeline : 15 – 25 June 2015
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You ASK We ANSWER
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Your Assignment
“Learn, evaluate,
innovate”
Find out more about Push & Pull marketing
strategies. Share about your GCP and BCP of
doing push & pull marketing in E-Mail thread.
Share your ideas, how you will do it in your term.
You can make it in any form (PPT or just write it in
E-Mail)
Deadline : Monday, 25th May 2015
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Check Out “The BIG question
is not what if i fail
but WHAT will you
do if you fail?”
Please do give us feedback for our improvement:
http://tiny.cc/BXPacademy